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Business and innovation

Business and innovation

Google, Mitel or LG? The fine art of naming your business

04 Sep 2019 James McKenzie
Taken from the September 2019 issue of Physics World, where it appeared under the headline "What's in a name?".

James McKenzie reflects on his recent experience of naming companies and explores what a minefield it is and (apparently) always has been

branding conceptual image
The name game In some sectors, it is popular for a company’s name to take the underlying technology as a starting point. (Courtesy: iStock/tumsasedgards)
A funny thing happened the other day when some colleagues and I tried to come up with a name for a n

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James McKenzie is the writer of the Transactions column for Physics World about physics in industry. He is writing here in a personal capacity
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